More consumers seem to be munching on Parle biscuits while sipping on their hot cuppa, which is probably why the company is said to have toppled Britannia Industries’ numero uno position to become the largest selling biscuit company in India. Last year, the Vijay and Sharad Chauhan-controlled Parle Products, which makes the ubiquitous ‘Parle-G’ glucose biscuits, had attained volume leadership in the market. Now, with a total turnover of around Rupees 4,000 crore coming from biscuits, Parle Products has emerged as the clear market leader, with a difference of almost Rs 1,000 crore. Britannia Industries reported a turnover of Rs 3,400 crore for the financial year 2009-10, with biscuits contributing around Rs 3,000 crore. The Rupees 5,000-crore Parle Products, which also makes confectionery products, draws 80 per cent of its turnover from biscuits. Although Britannia Industries has disputed the fact that Parle has become the market leader, the cookie seems to be crumbling a bit for the Wadia-owned company. Going by the turnover numbers, Parle leads with a margin of Rupees 1,000 crore over Britannia. While the Chauhans did not respond to a Times of India (TOI) query, at least two people familiar with the matter confirmed the development. Parle Products’ annual share (moving average total) in biscuits, sources told TOI, stands at around 45 per cent as against Britannia’s 38 per cent . Historically, the biscuit pie was made up by one-third of Britannia, one-third of Parle Products and one-third of the balance share where other smaller brands lost or gained share. In response to an email sent to Vinita Bali, MD, Britannia Industries, a company spokesperson said, “Britannia continues to lead the biscuit market in all categories except glucose, where it lost some share about a year ago and has partly recovered that. However, glucose as a category within the overall biscuit market has declined.” “Britannia has a large and diverse portfolio ranging from health & nutrition (e.g. NutriChoice Digestive, NutriChoice 5 Grain, etc.) on the one hand to delightful & indulgent products on the other (e.g. GoodDay, Treat, Bourbon, etc.), while Parle largely dominates the discounted glucose segment, whose share is declining in the overall biscuit market,” the spokesperson said. Britannia also said that The Nielsen Company, which tracks sales and market share numbers, does not cover all points of sale. “The growth rate it reflects for Britannia is, in fact, lower than the actual growth rate, by 3-4per cent. Relative position of Britannia and Parle, in terms of annual turnover, has remained constant over the last few years as per annual results declared by both the companies,” the spokesperson said.